Lathrop California Economic Development

Once they saw our branding designwork for the Lathrop Parks and Recreation Department, the City of Lathrop Economic Development Department partnered with New Moon to develop a brand identity, tagline and marketing strategy to promote the City of Lathrop. 

We flew in, rolled up our sleeves, and facilitated visioning sessions with their city leadership. We visited the community to experience it in person, tour the diverse neighborhoods and recent development, entertainment, retail and industry. After thorough research and analysis, we developed a fresh contemporary brand, LathropSMART, with fonts, color scheme, and graphic elements to complement the city’s existing marketing materials.

Lathrop is a city that is inventing itself through ingenuity and mobile, responsive administration. Adopt the word SMART as Lathrop’s defining adjective, positioning the city as a smart choice that provides smart technology and smart administration.

• This phrase can become a rallying cry signaling economic development potential –? an attractive and memorable reason for businesses to choose Lathrop.

• Each ad can feature an example of how Lathrop is a smart choice, i.e.:
       • Want to move in quickly? Keep costs low? Our city staff is ready for you.
          Just ask. Their development knowledge and expertise will help you achieve your goals. LathropSMART.
       • A strong graphic approach that creates a distinctive, easily recognizable campaign for Lathrop.
       • This succinct and ownable line lends itself to printing on all sorts of marketing collateral materials.
       • Provides an opportunity for a wide-ranging number of communications to showcase case studies.

In 2019, I was given the exciting responsibility of implementing a marketing program for Economic Development at the City of Lathrop. To bring this vision to life, I partnered with Kim Rivera at New Moon Visions. I tasked Kim with developing a tagline, a brand identity, and a cohesive color scheme that would unify our outreach efforts while complementing the City’s existing logo and departmental materials.

Kim exceeded expectations. She took the time to visit our growing community, engage with City leadership, and fully immerse herself in the way our staff collaborates with developers and businesses—from concept to ribbon-cutting. She immediately grasped that Lathrop is a business-friendly, pro-development city that values action over red tape.
 
The result was a bold and authentic brand: LathropSMART – “Growth signals opportunity. Capitalizing on opportunity is smart. LathropSMART.” Kim’s work captured the very essence of our City’s drive and purpose. It has since become a cornerstone of our marketing efforts and a proud reflection of who we are and what we strive to deliver.
Shelley Burcham

Economic Development Administrator, City of Lathrop, CA